Malcolm Brown is confident his triathlon team will show Britain are not just good at sitting down sports when they swim, bike and run through London's Hyde Park over the next four days.
The hosts have established themselves as the dominant nation in the sport since leaving Beijing empty handed four years ago for the third successive Olympics.
Winning a first medal has become an obsession for British Triathlon, and it is almost unthinkable they will not break their duck this time.
Helen Jenkins goes into Saturday's women's race as the reigning world champion, while in Tuesday's men's race brothers Alistair and Jonny Brownlee are the hot favourites to win gold and silver.
Olympic performance manager Brown said: "Some people say we're only good at sitting down sports, and I know they do bike for an hour, but there's a bit of swimming and running in there.
"For such a tough sport, it's a fantastic achievement for British athletes to be at the top of the tree. And what I'm hoping is that the whole event will move the sport forward. I think it will look great on TV but also hopefully we'll get the right result."
Jenkins was a surprise world champion in 2008 but over the last three years she has steadily improved, turning thirds and fourths into seconds and now victories.
She won over the Olympic course in Hyde Park last year on her way to a second world title and also dominated the World Triathlon Series race in San Diego in May.
Asked if she is at the peak of her powers, Brown said: "If you take that as physical, psychological, emotional, tactical - yes.
"She's worked hard over a number of years and has got better every year. This Games has come at the right time for Helen. It's there for the taking."